Netflix to launch ad-tier in Ireland

Streaming giant Netflix has announced that it will show ads in Ireland from 2027, as part of its plans to make its service more sustainable.

The ads are to be part of a lower-paid subscription tier, which has already been available in the UK for some time.

In Ireland, the current plans are up to €24 per month; these currently have no ads.

Ireland’s new ad tier is likely to be similar to the UK’s. which is around €7 a month, making it much more affordable.

Generally, there are non skippable ads throughout the show or movie you are watching, but these are much less disruptive than other platforms.

The streaming service is also aiming to utilise AI towards providing a more personalised ad service for its users.

Announcing the move on their website, Netflix's President of Advertising said: “If the last couple of years were about proving we’re a durable player, this year is about establishing ourselves as a formidable one.

“We’ve got cutting-edge technology, we’ve got great entertainment across shows, movies, podcasts, and live events, and we’ve got the most engaged and attentive audience.

“We’ve proven we’re effective, and now we’re expanding ads to more places, and we’re ready to compete with anyone.”

Nicolle Pangis, Vice President at Netflix, added: “Netflix is the only place that can leverage the best tech with the best shows and movies in the world.

“That’s why we built the Netflix Ads Suite, it’s the easiest and fastest way to deliver better capabilities, better measurement and more creative formats.”